Amplitude has acquired InfiniGrow, an AI-powered marketing analytics company. This move boosts Amplitude’s goal of making analytics more actionable for marketing and revenue. The acquisition aligns with Amplitude’s AI vision by extending smart analytics from reporting to decision-making. This directly impacts business outcomes.
As marketing teams gather more data from various channels, turning insights into action is still tough. Metrics often get stuck in dashboards and are not linked to campaign and budget decisions. With InfiniGrow, Amplitude seeks to bridge this gap. It will shift analytics from looking back at performance to providing forward-looking insights. This change helps teams measure impact, forecast results, and boost revenue contribution.
“InfiniGrow built AI to answer the hardest questions marketers face, and that’s exactly what Amplitude does,” said Spenser Skates, co-founder and CEO of Amplitude. “Together, we’re turning complex data into clear decisions teams can act on confidently.”
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A key focus of the integration is strengthening the analytical foundation marketers rely on. Analysts play a vital role in defining sessions, mapping customer journeys, and maintaining data trust. Amplitude plans to enhance its investment in session-based analytics. Sessions will become a core part of the platform, keeping session context over time. This helps ensure marketing decisions are based on accurate customer behavior and tied to measurable business outcomes.
InfiniGrow builds on this by using AI for revenue-focused marketing analytics. The technology supports advanced scenario modeling and “what-if” analysis. Marketers can test assumptions, evaluate tradeoffs, and plan budgets with AI-generated forecasts. Instead of static reports, teams can explore how different strategies might impact revenue performance.
“We built InfiniGrow to apply AI to the real decisions marketers face every day, grounded in clean and contextual customer journey data,” said Daniel Meler, co-founder and CEO of InfiniGrow. “Joining Amplitude allows us to scale that work and contribute to a broader AI analytics vision that empowers teams to act with confidence.”
With this acquisition, Amplitude continues to evolve from an analytics platform into a system designed to connect data, decisions, and revenue impact in one unified experience.
